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Marketo’s Take on Salesforce.com’s ExactTarget Acquisition

Modern B2B Marketing

Author: Phil Fernandez Today, Salesforce.com announced plans to buy ExactTarget. Many of our customers, prospective customers and business partners may be wondering what this move means for Marketo, since we are a leader in the marketing software space and so many salesforce.com customers also choose Marketo as their marketing automation platform. Where marketing is going.

The Pond Just Got More Crowded: Google, Salesforce.com and Sequoia Invest in HubSpot

Customer Experience Matrix

Summary: HubSpot announced a $32 million investment yesterday by Sequoia Partners, Google and Salesforce.com. Salesforce.com and Google announced their long-anticipated entry into the marketing automation industry, in the baby-step form of investments in HubSpot. But if Salesforce.com likes what it sees, who knows where that will lead? intended to extend Google’s own business).

Ren?? Bonvanie, Palo Alto Networks CMO: 5 Strategies That Increase Revenue Using Marketing Analytics [Podcast]

Crimson Marketing

Calling it a crime for marketers not to use marketing analytics on the rich data lake available to them, and predicting that CMOs will spend more money on IT than CIOs in a few years, Ren shares with Moneyball for Marketing how marketing analytics produces often surprising insights that dramatically increase revenue. Silence is Golden: When and why you should stop nurturing an account in your pipeline if you want to close the deal, and how to use marketing analytics to discover that. Ren Bonvanie isthe Chief Marketing Officer of Palo Alto Networks.

Dreamforce 2011: Salesforce.com Will Leave Marketing Automation Alone. But Revenue Performance Management Might Be Another Story.

Customer Experience Matrix

I spent most of this week at Salesforce.com ’s Dreamforce conference. So I wouldn’t be surprised to see Salesforce encourage third party developers to build marketing automation systems using Salesforce's Force.com and Heroku platforms and Database.com database, or to see them encourage existing vendors to migrate to the Salesforce.com infrastructure. At the moment, it’s a bit of a blind spot because analytics and business intelligence have not been Salesforce strengths. salesforce.com dreamforce revenue performance management enterprise software b2b marketing automation

Marketing Automation News from Dreamforce: B2B More Integrated, B2C Stays Separate

Customer Experience Matrix

I spent the early part of this week at Salesforce.com ’s annual Dreamforce conference. It’s not really surprising that Salesforce kept its B2C platform separate, since Salesforce''s core technology isn’t engineered for the massive data volumes and analytical processing needed for B2C in general and consumer Web marketing in particular. Salesforce argued during the AppExchange Partner keynote that the AppExchange and Salesforce platform have created a “golden age of enterprise apps” by enabling small software developers to sell to big enterprises. Here are my observations.

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Marketing Automation 2014 Industry Overview: What the Surveys Tell Us

Customer Experience Matrix

Other than Raab Associates’ own VEST report , we’ve seen surveys of active buyers from Software Advice , usage figures based on direct observation from Mintigo and Venture Beat (using Datanyze) , and another broad-based survey from Pepper Global and Holger Shulze. Thanks to Mintigo, Software Advice, Venture Beat, Pepper Global, and all the other people who publish such great data.

Independents vs. Software Suites: How the Cloud Affects the Solutions Landscape

Modern B2B Marketing

Author: Rajiv Kapoor The world of enterprise software is moving to the cloud. In fact, you can now take advantage of any vendor that has a functionality you like, and it will blend with your software portfolio. You can pick your favorite mix of vendors and create your own enterprise software mosaic. Splunk – for analytics. Tableau Software – for analytics.

HubSpot & Salesforce Sign a Partnership Pact Through 2020

Hubspot

I’m thrilled to announce that HubSpot has renewed our ISVForce relationship with Salesforce.com through 2020. Nearly 20% of HubSpot marketing software customers use Salesforce.com’s CRM product. There are tens of thousands of Sidekick sales acceleration users who also enjoy Salesforce.com’s CRM product. Marketing Automation Analytics DailyDitto there.

Lytics Adds Marketing Recommendations to a Customer Data Platform

Customer Experience Matrix

While many CDPs also provide some execution services, Lytics draws a sharp distinction between its core data layer, supporting analytics, and message delivery. Data and analytics are included in the system; execution is not. All told, the company has prebuilt connectors with more than 80 software-as-a-service products. But perhaps I’m getting ahead of myself.

Swyft Offers Low-Cost Interaction Management Software as a Service

Customer Experience Matrix

Summary: Swyft offers a Software-as-a-Service real-time interaction manager. Indeed, effective interaction management requires a sophisticated mix of predictive modeling, business rules, flow management, response capture, data integration, real-time processing, simulation, and analytics. It costs less than traditional versions of those products but has similar features.

LeadLiaison Helps Marketing Automation Users Break the Content Bottleneck

Customer Experience Matrix

So it’s not surprising that LeadLiaison prefers to be called something else – in their case, “revenue generation software”. I’m not sure exactly why they chose that term, apart from the fact that everybody likes revenue. Salespeople can also send through Gmail , Salesforce.com , or Microsoft Dynamics CRM. Content is served through short URLs to track consumption and sharing.

Brightfunnel Gives B2B Marketers Self-Service Revenue Attribution

Customer Experience Matrix

So marketers must either accept that they’ll miss some connections, do laborious manual research to make the right matches, or rely on specialized software to do the work. Brightfunnel reads lead, account, and opportunity data from Salesforce.com and supplies missing connections based on things like company name. Since Salesforce.com can also capture lead source (i.e.,

More New Systems Challenge the Marketing Automation Status Quo

Customer Experience Matrix

MindFire Studio grew out of MindFire’s original Look Who’s Clicking software, which is used by more than 1,100 printers and other graphics arts vendors to add personalized URLs to print promotions. It also provides the rest of the standard marketing automation functions, including landing pages and microsites, Web behavior tracking, lead scoring, and integration with Salesforce.com.

Research Report: Lead Gen Not as Easy as Marketers Think

The Point

I just returned from a few days at Dreamforce in San Francisco, the annual circus-slash-conference hosted by CRM leader Salesforce.com, and was struck by the wave of technologies on display that centered on analytics. Predictive analytics and similar advancements will help close the gap. Just when did demand generation get this complicated?

Teradata Integrates Its Marketing Automation Acquisitions for Enterprise Marketers

Customer Experience Matrix

Last year’s biggest marketing automation acquisitions were products for consumer marketing: ExactTarget by Salesforce.com , Neolane by Adobe , and Responsys by Oracle. The company also offers a suite of analytic applications for database management and predictive modeling. Beyond the campaign interface, Teradata builds on its traditional strengths in data management and analytics.

What is the Social Enterprise?

It's All About Revenue

by Jesse Noyes | Tweet this Walking into Salesforce.com’s massive Dreamforce conference recently, a long banner greeted you. Social media and other monitoring platforms need to be paired back to existing analytical platforms. But all the pricey software tools in the world won’t make you a social enterprise if you don’t first invest in the company’s culture. Michael Krigsman.

Marketo Conference: Small Changes, Big Picture

Customer Experience Matrix

More important, the value of platforms has been widely recognized through the tech industry for decades: classic examples include Salesforce.com ’s own AppExchange, Apple ’s iPhone AppStore, Microsoft ’s operating system software, and, going way back, the original IBM System 360. the brain”), database (“marketing system of record”) and analytics. Fair enough.

Vocus Purchased by Private Equity Firm GTCR: This Could Be Interesting

Customer Experience Matrix

It’s still a modest multiple of 2.4 x revenue, compared with the 6 to 7 x multiples paid for ExactTarget and Responsys by Salesforce.com and Oracle and the 14 x that Marketo commands in the stock market. I can think of several reasons for the discrepancy: GTCR isn’t a big software company looking to fill out an existing marketing suite; Vocus sells mostly to small business, not enterprises; Vocus hasn''t created enough buzz. Salesforce.com synch is bi-directional and works with lead and contact records. million in cash, a premium of 48% over their stock market price.

Revenue Performance Management to Marketing Automation: What Facebook was to MySpace?

It's All About Revenue

Lauren Carlson , of Software Advice , is one of the rising stars in the constellation of CRM, marketing automation and, now, Revenue Performance Management industries. found out about Software Advice through a friend and somehow convinced them to hire me. Software Advice works in multiple segments of enterprise software, but we have never seen such a large group of prolific, commercially generous thought leaders as we have in this industry. think social media analytics is where marketing automation should invest. by Joe Chernov | Tweet this. That’s critical.

Doughnuts and Pizza Slices: Analyzing Consolidation and Competition Among Software Vendors

Customer Experience Matrix

Summary: One way to understand consolidation and competitive trends affecting marketing software is to look at systems across several dimensions: how closely they relate to customers; whether they are operational or analytical; and whether they support online or offline activities. Tags: industry consolidation demand generation marketing automation analytical systems

Quantivo Offers High-Volume Customer Analytics at a Modest Price

Customer Experience Matrix

These are exciting times in the world of analytical systems. Acquisitions by enterprise software giants have opened opportunities for smaller, more nimble alternatives. Its core is a data structure that sits somewhere between columnar – now the most common approach for analytical processing – and hierarchical indexes. Most clients are using the system for customer data analytics, and the vendor has created connectors for SAP, Salesforce.com, Marketo, Responsys, ExactTarget, Omniture, Google Analytics, IBM, Microsoft, and NCR systems.

ReachForce Acquires SetLogik and Launches the ReachForce Connected Marketing Data Hub

B2B Lead Blog

AUSTIN, Texas – April 3, 2013 – ReachForce, a leader in B2B data solutions for marketers, announced it has acquired SetLogik, an innovator of cloud-based data and analytics solutions, to form the industry’s first Connected Marketing Data Hub. B2B Lead Generation #MUS13 eloqua integrations marketo integrations salesforce.com integrationsAbout ReachForce.

Organizing the Chaos of Social CRM

Paul Gillin

Software Advice has posted a grid that presents a new way of looking at the social CRM market. The market is too fragmented and no vendor pulls together all the necessary features, which include platforms, monitoring tools, social analytics and CRM. Salesforce.com probably comes the closest, Neal argues, but even Salesforce doesn’t have all the pieces in place.

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The Stratification of Social Media Listening

Biznology

But the Radian6 purchase was the last gasp of the fully integrated software stacks in social listening. Now, you can use tools such as Tableau for your analytics dashboard. You can license Clarabridge or Lexalytics for your text analytics. Full disclosure again: I helped design the text analytics technology that Converseon spun off as a separate company.] Don’t look now, but we are nearing the end of the integrated stack era of most software–but especially social media listening. Image via CrunchBase. Radian6 analyzed the data. Why should you care?

Dreamforce Session Recap: Write Awesome Emails, Understand the Marketing Technology Landscape, and Rock Your Inbound and Outbound Marketing

Modern B2B Marketing

Dreamforce-goers have braved the elements of San Francisco, surviving a few rainy days under Salesforce.com’s huge inflatable structure connecting Moscone North and South. In order to scale, the teams at Marketo use our own software to clone programs. Salesforce.com Author: Dayna Rothman We are on our last day here at Dreamforce and what a whirlwind it has been! Be Human.

Act-On Software Stresses Ease of Use

Customer Experience Matrix

Summary : Act-On Software’s revised system offers a reasonable mix of features in an easy-to-use interface. started last week to write a review of Act-On Software’s latest release but got distracted by the larger and sexier question of Act-On’s business strategy. act-on software system selection ease of use demand generation marketing automationSo let me try again.

Six FREE Tools To Measure Social Media for Business

PWB Marketing Blog

Facebook and other social networks equip you with limited analytic tracking tools. Google Analytics (free) – the most popular web analytics software, used by 53% of all websites. You can configure Google Analytics to measure social web traffic. Radian6  (paid) – acquired by the popular CRM company Salesforce.com earlier this year for $326 million.

Genoo Aims to Shake Up Marketing Automation Market

Webbiquity

Marketing automation / demand generation software enables marketers to build microsites and use content marketing to capture leads and nurture them through the buying process. The company’s new marketing automation platform enables users to create complete websites as well as microsites and landing pages, automatically send emails triggered by specific actions, configure lead scoring, and integrate with Salesforce.com. downloading a file, clicking a link in an email) to provide relevant content; No limit on the size or number of visits permitted to microsites. Digg this!

The Role of Data in Predictive Marketing

Orb Intelligence

Marketing software is becoming increasingly intelligent, with vendors building predictive algorithms to improve every aspect of demand generation and sales. Begemoths Salesforce.com and Marketo have recently acquired predictive marketing software companies ( RelateIQ  and  Insightera ), indicating that they are serious about data intelligence, too. Where can you get more?

Business Must Have: Social CRM apps

Sales Intelligence View

As sales people began to troubleshoot customer issues and engage with consumers on social media sites more and more, so did the need for software applications to integrate the external data from those social media sites with existing customer relationship managment (CRM) systems. The more social CRM analytics sales people bring in, the better. Thus, social CRM apps were born.

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Salesforce.com's "No Software" Mantra: More Effective Than They Know

WebMarketCentral

From its beginnings, Salesforce.com has emphasized its online delivery model with its "No Software" positioning, even snagging 1-800-NO SOFTWARE as its toll-free line. While the application service provider (ASP) or software-as-a-service (SaaS) model in general has never lived up to its initial hype, among consumers or business users, Salesforce.com has enjoyed impressive success with it. Cerner , a medical software provider, doesn't claim to produce software either, but does display screen shots of its "solutions."

Constant Contact Adds Social CRM: Should Marketing Automation Vendors Be Worried?

Customer Experience Matrix

Other entry points: accounting software like Intuit Quickbooks, email clients like Microsoft Outlook, personal productivity suites like Microsoft Office, Web hosting companies like GoDaddy , and of course CRM like Salesforce.com.) As a point of reference, Constant Contact says it is used by more than 400,000 organizations, compared with maybe 10,000 for all marketing automation systems combined. small business software demand generation b2b marketing automationAnd Constant Contact is just one of many small business email providers.

Youcalc: On-Demand Analytics Without Stored Data

Customer Experience Matrix

Summary: Youcalc is an on-demand analytics vendor with 130 prepackaged applications primarily for sales and marketing reporting. Unlike its competitors, youcalc it reads data directly from other Software-as-a-Service systems rather than loading it into its own database. Youcalc is fundamentally different from other on-demand analytics vendors like Birst , Cloud9 Analytics , Gooddata and Pivotlink : while those vendors all query data stored in their system, youcalc queries the source data directly. The system accesses standard sources (Salesforce.com, AdWords, etc.)

Sales and Marketing: The technology behind CRM

B2B Lead Generation Blog

The first technology that comes to mind is CRM software, such as Salesforce.com or Microsoft Dynamics. However, CRM technology potentially includes multiple pieces including email software and marketing automation (MA) solutions. common example is utilizing marketing automation software on the Marketing side of the funnel from one vendor and integrating that piece with CRM software from another vendor for the Sales side of the funnel, with a common database providing records on each prospect or customer for both pieces of software.

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Good Reads for B2B Marketing - Advantages of LinkedIn in B2B Marketing

ViewPoint

Everyone at a company has a role to play in a brand's social media marketing efforts, since you never know whose network will turn out to have a profitable contact in it, executives from Salesforce.com, Cisco Systems and Xerox said at South by Southwest Interactive. Marketing Automation Software That Delivers the Most Data Wins. The B2B Marketing Advantage of LinkedIn.

LucidEra Takes a Shot at On-Demand Analytics

Customer Experience Matrix

still think that’s the case, but did revisit the topic recently in a conversation with Ken Rudin, CEO of on-demand business analytics vendor Lucid Era. Rudin, who has plenty of experience with both on-demand and analytics from working at Salesforce.com , Siebel , and Oracle , saw not one but two obstacles to business intelligence: integration and customization. These are supported by standard connectors to Salesforce.com, NetSuite (where Rudin was an advisory board member) and Oracle Order Management. The key to this approach is (drum roll…) applications.

Microsoft Buys Marketing Automation Vendor MarketingPilot: Start of Something Big?

Customer Experience Matrix

It only recently added standard B2B marketing automation features including a customer-level marketing database, outbound email, landing pages, lead scoring, Web behavior tracking, reporting, and Salesforce.com integration. still doubt Salesforce.com will get the message any time soon, but maybe they'll start to reconsider. Financial terms were not disclosed.

Genoo and Act-On Software Add Social Marketing Features

Customer Experience Matrix

Summary: Two low-cost demand generation systems, Genoo and Act-On Software, have added unusually advanced social marketing features. A few weeks back, I wrote about social marketing features from consumer marketing automation vendors. expect to post a more comprehensive review of Genoo in the next week or two. - Act-On Software is another low-cost system, starting at $500 per month. It has made several important enhancements since my review in March 2009 , notably multi-step campaign sequences and bi-directional integration with Salesforce.com.

Top 50 B2B Marketing Influencers On Twitter

B2B Marketing Insider

Hubspot – HubSpot – Hubspot in all-in-one marketing software that brings your whole marketing world together in one powerful, integrated system. Marketo – Marketo.com – Marketing software. Comscore – We provide analytics for a Digital World, turning information into insights and actions for our clients to maximize the value of their digital investments.

SiteCore Adds Analytics and Marketing To Web Content Management

Customer Experience Matrix

Summary: SiteCore has added extensive analytical and marketing features to its Web content management system. The integrated analytics should save considerable effort for marketers. SiteCore describes this as closing an “actionability chasm” between analytics and execution. The chasm is created by the traditional approach of using analytical systems (often sold as externally hosted services) that are separate from the underlying content management system. Companies running several separate analytical systems may need several sets of tags.

Manticore VII Marketing Automation and Lead Generation Released

Webbiquity

Marketing automation / demand generation software provider Manticore today announced the release of Manticore Technology VII, which includes a fully customizable user interface, email and landing page folders, an email delivery wizard, and drag-and-drop list building functionality. The company made the announcement at Salesforce.com’s Dreamforce conference in San Francisco. Although the improved UI is the big change, the new version also adds integration with SalesForce.com for AdWords campaigns and improved lead generation capabilities. Share this on del.icio.us.

Seven Simple Ways to Screen Marketing Candidates — Just by Looking at Their Resumes

CMO Essentials

Whether it’s Google Analytics, WordPress, Salesforce.com, HubSpot, or Canva, a good candidate will list out the technologies they’ve mastered that are relevant to their work – not just marketing technologies, but related ones, such as content management systems and CRM tools. Here are seven red flags to watch for when looking at candidate resumes for your marketing team. 1.

How RightWave Solves the Marketing Automation Skill Shortage

Customer Experience Matrix

It’s a little hard to review software that isn’t used by its buyers. RightWave staff also helps with data quality and analytics, two other areas where many marketing departments lack expertise. Most of the sales information is presented within the Salesforce.com interface, although users can drill down into details held with RightWave.